New Survey Aims to Measure Current and Emerging Trends as Technology Continues to Grow and Consumer Habits Shift in the Ways They Engage With Media
New York, NY – Sept. 27, 2018 – Today, Nielsen (NYSE: NLSN) announced the launch of the Nielsen MediaTech Trender, a quarterly consumer tracking survey that focuses on perceptions of emerging devices and services that are shaping media use today. This survey, conducted among 2,000 U.S consumers (aged 13+), aims to uncover opinion and sentiment around nascent and ascending technologies, such as smart speakers, Virtual Reality (VR) and other new platforms for consuming content and advertising.
In taking the pulse of consumer sentiment toward existing or emerging technology, Nielsen will be able to help uncover the often nuanced consumer decisioning that can either drive success through adoption or leave some forms of new electronic devices or platforms struggling to gain market appeal. By gauging this sentiment in a trended fashion, Nielsen’s MediaTech Trender will ultimately be able to offer to marketers and device manufacturers, as well as both media buyers and sellers, an advanced look at what technologies may be poised for success and which of these may be waning—helping them plan for the future and potentially drive efficiencies in their media mix.
“Technology and media devices over the last couple of decades have seen an incredible amount of innovation, adoption and growth. Consumers are not only incredibly tech savvy—they’re voraciously plugged in,” says Peter Katsingris, SVP, Audience Insights, Nielsen. “With so many choices of media to consume and innovative products being introduced into the marketplace, gauging consumer sentiment towards them is crucial in understanding not only what’s ‘now’ but also what’s ‘next.’ The MediaTech Trender is unique in that it gives our clients an inside peek into this world of emerging tech and how it relates to consumer perception.”
The MediaTech Trender serves as vital service that complements Nielsen’s trusted suite of audience measurement solutions with qualitative insights and consumer perceptions. Nielsen continues to expand its expertise and capabilities in the digital space, providing clients and the industry at large an established, trusted source of third-party measurement.
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.